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What happens when you replace a catchy 12 year old slogan with a bunch of phonetically similar nonsense phrases? at least for Escudo beer, this resulted in one of their most memorable and funny radio campaigns.

A simple experiment that became an insta-viral: The idea was to use words that were phonetically similar to "Escudo", like Escupo (spit), Neptuno (Neptune), Desnudo (nude), etc. This exercise allowed us to demonstrate how well positioned was the brand in the Chilean Market, because even though we did not mention the brand in any of the ads, the campaign was still recognizable as an Escudo beer campaign.